Bieresdorf
Ethnographic Study
24 Nordic women, 11 Days, 4 Nordic countries: Denmark, Sweden, Finland and Norway. 8 Nordic cities; Bergen, Oslo, Gothenburg, Copenhagen, Helsinki, Stockholm, Turku and Ã…rhus.
Capturing new market share in women’s personal grooming categories
METHOD
Semi-structured interviews based on a pre-prepared interview guide, based on four research themes: Ideals and aspirations concerning beauty, morning and evening beauty rituals, and beauty products and shopping. Interviews with the respondents lasted approximately 4-8 hours in the respondent’s home. The study included observation and participation in the respondent’s everyday life, such as going shopping or to the gym. This was documented in the form of photos, field notes and video footage. The respondents also made photo-diaries. Experts on the subject were interviewd & desk research conducted
Beiersdorf wanted to develop behavioral insights about women in Nordic regions, whose outlook and attitude towards beauty, was considered to be an inspiration by other markets.
The insights were translated into new product, packaging & marketing guidelines aimed at growing the Nivea brand in North European and North American Markets.
The guidelines were fed into Beiersdorf’s development pipeline and used to brief local design and marketing agencies on packaging innovation and brand related activities.
Chris lead the project, end to end, defining and directing the ethnographic study, structuring the data, facilitating ideation and pattern recognition, and visualizing & experience prototyping of new concepts.
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